The supply chain and marketing departments have historically been disparate.
Supply chain teams focused on back-end operations and logistics, while marketing analyzed the front-facing aspect of the business. The two had little reason to collaborate.
But that's changed as supply chains have entered the public eye.
Consumers are more conscious of sustainable sourcing and product origins. They expect speedy and accurate delivery — often at no extra cost. They became more aware during the pandemic of the stress that heightened demand can place on supply chains.
This series examines the intersection of various parts of supply chain and marketing.